#Bendgate has Apple feeling the pressure

In a week where it saw its best ever sales, Apple also demonstrated rather forcefully that it's not immune from errors that tarnish its otherwise carefully honed image, writes Alex Kidman.

It started as a triumphant week for the world's most valuable technology company, with (presumably) plaudits all around Apple's Cupertino base.

A release put out early in the week trumpeted the fact that Apple set a new sales record with the iPhone 6 and iPhone 6 Plus, selling more than 10 million handsets in just three days.

The week didn't end quite as spectacularly for Apple, however, and it seems likely that the celebratory balloons have well and truly been popped.

Apple is a company that loves to control its public image. Not in a warm, hug-the-fluffy-puppy way, but more in a love-that-burns-so-hot-it's-quickly-boiling-bunny-rabbits style. Any communication, whether bad but preferably good is always heavily controlled by head office in Cupertino.

This means that Apple's staff on the ground simply won't comment because they are, quite literally, in fear of their jobs if they do, even if the story is positive.

Don't believe me? There's local precedent.

Back in 2002, Apple unceremoniously fired its Australian consumer affairs manager. People come and go from jobs all the time for all sorts of reasons, but in this case, Apple pulled out the rug on the manager at that time for the utterly unspeakable crime of putting out a release that painted the company in a positive light.

Even saying nice things about Apple, if head office hasn't signed off on them, is enough to get you in hot water.

Not that this week's news regarding the company's massively hyped iPhone 6 Plus would be anything that Apple would see in a positive light. The iPhone 6 Plus is the largest phone Apple has ever produced, and while other smartphones have similar-sized displays, the physical iPhone 6 Plus is the largest premium smartphone you can buy.

Early reviews from those granted early access by Apple tended towards the gushing, but later coverage has been more mixed, because Apple has shifted into an arena of large-screen phones, an area that it previously mocked as lacking in common sense.

Apple's had more to worry about than mixed reviews, however.

Apple's predilection for premium materials - in this case, a gently curved and generally very nicely designed aluminium case - has come back to haunt the company with reports that the combination of the larger frame of the iPhone 6 Plus and the general malleability of aluminium, combined with devices put in pants pockets, can lead to the iPhone 6 Plus bending to an alarming degree.

Full disclaimer: I've spent the past week testing out the iPhone 6 Plus, and the model I've been testing has spent plenty of time in my pants.

No, wait, that doesn't sound quite right. It's spent plenty of time in pants pockets, and it's still entirely flat and level right now. It's a review unit, but not one supplied by Apple, before anyone gets any interesting ideas.

Is it surprising news that a phone made of a bendable material can be bent? Not entirely, although it's undoubtedly a black eye for a company that relentlessly sells itself as a provider of premium technology experiences for a device that can set you back $1249 to be so easily damaged.

I don't think it's reasonable to argue that a phone should be able to take your body weight, so anyone bending one by leaving it in their back pocket and sitting on it is just asking for trouble, not to mention jokes about the relative size of their posteriors.

Then again, there are reports of the same problem with folk putting the iPhone 6 Plus into front pockets, which is a more reasonable proposition.

The smaller frame of the iPhone 6 appears to be relatively immune to the problem, although it is one that's been a factor for other metal body phones in the past, including both iPhone and Android models. That's physics for you.

Locally, Apple isn't commenting on iPhone 6 Plus bending issues. I did inquire but as yet haven't heard anything back. History suggests to me that the local Australian office probably isn't allowed to say anything in any case.

In the US, Apple has stated that it's only had nine complaints of bent iPhone 6 Plus units in the week since it first started shipping.

Physics isn't the only problem Apple's had this week. Last week it also released the latest update to its mobile device operating system, iOS. iOS 8 brings with it a raft of features, alongside a lot of complaints that it didn't work terribly well on older Apple devices.

Officially speaking, iOS 8 can be installed on any iOS device all the way back to the iPhone 4S or 2nd generation iPad, but doing so is a risky proposition, because the code is better suited to the faster processors in more recent devices.

That's always been the way with iOS devices, and those with stronger anti-Apple tendencies have often pushed the idea that this is Apple's way to shift newer devices when the older ones start acting erratically. I'm not convinced there's much truth in this, as later point releases of iOS upgrades often make older devices function more adequately, but still, upgrading iOS on an older device is always a roll of the dice, and that's expected.

What wasn't expected was that an upgrade to iOS for newer devices might also be a calamitous affair. iOS 8.01 was released mid-week promising, as small point releases often do, a number of bug fixes.

Instead, it killed mobile service and TouchID, Apple's fingerprint recognition technology built into the 5S, 6 and 6 Plus handsets. That's not an intentional step in any way, and Apple did comment on that issue as well as pulling the update in lieu of an upcoming 8.0.2 release that it says is due "in the coming days". Those affected by the bug are advised by Apple to restore their devices as outlined here.

Apple loves its image as the infallible, "magical" company that brings technology to the masses.

In some respects, they're dead right, because their products generally do bring a controlled simplicity that appeals to a wide audience, albeit one with slightly wider pockets. The problem with infallible images is that you have to live up to them, and there's little doubt that Apple, like anyone, can stumble.

When you do that and you're the world's biggest technology company, people are bound to notice.

Alex Kidman is a tech journalist and former editor of both Gizmodo Australia and CNET. View his full profilehere.

Comments (55)

city_side:

Working in the tech sector I can say with some authority that doing good quality tech is hard. Apple does amazing tech and do it amazingly well.

Recent events just show they are human and so perfectly imperfect like all of us.

They seem to be fixing this pretty fast and the genius staff will handle bent phones so I'm sure things will be fine. They have systems in place to deal with it and huge profit margins to handle any refunds/replacements.

David:

26 Sep 2014 12:13:30pm

This may come as a surprise to you, but Apple aren't human. They're a company. A very big one. A company who's prided themselves, as the author says, on providing expensive leading edge hardware and software.

That their new phone is bending doesn't indicate that Apple is human, it indicates that Apple hasn't tested their design well enough.

If you can't put your new phone in your pants pocket for fear of it bending, what's the point of having it? That's where they live, for guys, anyway.

rob1966:

Their new phone is not bending. There have been nine (yes, just nine) reports out of 10 million (10,000,000) phones sold.

Add to that, the same issue exists for the larger Samsung and HTC phones (according to some media reports I read yesterday) - so it is not an Apple unique "issue" in any case.

The bigger story is why the media, and those with massive chips on their shoulders, feel the ened to create an hysterical story out of a minor issue.

Perhaps it is because Apple generally produce high quality products, that generally don't have problems, that the media and their competitors are so quick to jump if they see a possible chink in Apple's armour.

rehabilitator:

26 Sep 2014 3:03:02pm

Exactly. It was a common fault in their major competitor's large screen smartphone/notebook offering of a few years ago when I went over to them from iPhone 3s. In my front pocket, sat down and heard a lovely little cracking sound of the screen getting a vertical crack in it. The large size enables so much more torsion stress on it and on examination, you could easily see the flex of the phone structurally. Glass doesn't flex as much though and failed instantly. The issue here though, is that apple doesn't seemed to have learned from it's major competitor which had major problems with this some years ago. The android device that broke in my pocket was replaced quickly and without any fuss by the major telco in this country as their store staff said it was a very common problem. But what did we hear about that fault in the media? Nada!

I'm still glad I'm using android devices but I won't be sinking the boot into apple here because it is known as a very common problem the larger screen you go. That's why a decent protective case is a necessity and probably why I haven't broken my latest device really.

Buy it if you want, but make sure you protect it properly with a case that is more than just fashionable.

TrevorN:

26 Sep 2014 3:07:11pm

I once jumped in and bought a brand new Blackberry but lived to regret it. Now I wait to see if there are any bugs in the new models before I make up my mind. There is no need to be the first kid on the block to have the newest toy. If you can just wait a bit you could just end up with the mk2 improved model.

john1:

26 Sep 2014 1:30:03pm

David,

Anything can break, particularly technology such as this. The fact that some have bent should not be surprising. However to make a claim that the product is sub-standard without being privy to the exact circumstances and pressure applied to these phones to make them bend is very premature.

There has been an independent test done on the iPhone 6 plus where around 50 kilos of force is applied directly to the centre of the phone while it is being supported at both ends.

At the end of the test the phone still worked, there was no cracking and a naked eye visual inspection could barely see any permanent bending.

50 kilos would be the equivalent of the average 13 year standing on the middle of the phone while it was being supported at both ends.

leafygreens:

Their tech is OK. Often they have clever features, but its not genius. As with many breakthrough products, the best technology isn't always the one that get the following.

This bending issue was foreseeable, but someone in marketing would have been speccing the product as must be thinner and lighter and bigger screen, and the small number of consumers that might have a bend from use would have been considered unimportant...Its just that Samsung chose to address the foreseeable bendy issue and Apple did not

v:

26 Sep 2014 5:58:23pm

cs,

"Recent events just show they are human and so perfectly imperfect like all of us."

Apple certainly is not "like all of us". It isn't even like any of us...that is, if by "us" you mean we human beings. Human beings are a type of clever ape that emerged from the Rift Valley about 70,000 years ago and spread around the world. Although we are not the only tool makers and users, we are the only ones who have staked our existence on our ability to make an almost unlimited variety of tools to tackle an almost unlimited number of tasks. As our civilisation and technology has developed, so has the sophistication of our economy and this has led to the development of "abstracted" tools that exist only in conceptual or legal terms, not in any corporeal sense. One of these is called the "corporation", and that is what Apple is.

Corporations serve as an instrument in the organisation of raw materials, capital and human labour power. They are not the only possible instrument that we could employ for this purpose and it is unlikely that they represent the best that we can do.

It is in the best interests of human beings that the organisation of production results in the maximisation of quality. So it makes sense that the system we choose should be optimised for the maximisation of quality. But corporations serve another master. Their "prime directive" is not to maximise quality, but rather to return maximum profits to shareholders. While these two imperatives may not necessarily be in conflict, there is no guarantee that they will always align neatly either. And, when they are in conflict, the nature of the corporation ensures that profit will always prevail over quality.

Geoff:

26 Sep 2014 12:00:53pm

The 6 plus was always a bit silly anyway, I'll be happy if the smaller one doesn't have this problem. It is a worrying sign for standards at Apple though.

I'm seriously considering that a 6 might be a worthy upgrade for my venerable 4, but I think I'll wait and see what the battery life is like first. The 4 was a great design and mine is still as good as they day it was purchased after 3 years.

Applaudanum:

26 Sep 2014 12:40:58pm

Makes you wonder why 4 needs replacing at all. If the OS upgrade makes it unusable, and if functions won't work without the latest OS upgrade, then we are seeing 'designed obsolescence' being replaced by 'implemented obsolescence'.

Ex ATO guy:

gbe:

26 Sep 2014 12:55:12pm

It's just a thin plastic and glass phone after all. If you sit on it or squeeze it into a backside pocket of skin tight jeans common sense should tell you it will break. Other devices probably don't even fit in skinny jeans pockets. User must have a brain should be the warning sticker.

EL:

26 Sep 2014 1:55:12pm

I would have thought John, I was motivated by common sense. I really don't have an emotional attachment to any Phone company. I like to think I have more of a life than that. I wonder though about your emotional attachment given your angry comment. Every time Apple launch a new Iphone there are significant problems. What does that say about the quality of Apple? Why would sensible people keep going back for more?

PS: If I was an Android devotee I'd be laughing my head off right now.

Urien Rakarth:

26 Sep 2014 3:18:27pm

"Every time Apple launch a new Iphone there are significant problems."

Examples please. I recall version 4's antenna issue was resolved with a patch, and there were really no significant issues with the 5. I would ignore the bending issue, too, as surprise surprise some 9 people apply heavy force and break a phone, like what happens when most people deliberately damage goods. So, I am not sure 'significan't means the same thing for you as it does for me.

EL:

26 Sep 2014 4:18:33pm

The Antennae was a big issue. Why, with all their supposed testing didn't they pick up before the launch that they had the antennae where your hand was supposed to go? Didn't anyone pick up the phone and use it beforehand? They gave everyone those silly patches for a while for free, then made people buy them afterwards. That's just rubbish on so many levels. Then we had the ridiculous Maps problem where the Maps they implemented were woefully inaccurate and out of date. People had to resort to Google Maps. Again, why didn't they test out the Maps before launching? Then we had the U2 Album nonsense. Downloading albums to people who hated U2 and complained it was taking up space and they couldn't delete. Blind Freddy could have seen that problem coming but Apple hadn't thought of it. And now iOS8 where people downloaded it and can't use their phone, ITunes gone, and people reporting phone/ipads continually turning themselves on and off. Again, why didn't they do a trial run first before unleashing the beast on unsuspecting users? Its poor, poor, poor for a worldwide leader in technology. Come on Fanboys, even you know deep down its crappy. With each new launch you have to wonder what new, stupid thing is going to go wrong and make everyone angry.

EL:

john1:

26 Sep 2014 4:53:18pm

EL,

The comment is not angry, simply an observation.

In relation to attachment, I don't own an iPhone, never have.We have 2 Samsung Galaxy phones and must say am not particularly impressed especially with coverage. We have friends with iPhones and to me they seem a better phone.

I have not used or personally seen a 6 yet so will reserve judgement until then.

In relation to other apple products that I have used, for example the Macs, in my opinion they are far better for many reasons than PC's. I own and regularly use computers with OSX, Windows and Linux so have a fair idea.

In regard to the iphone,a s with their other products, apple does the hardware and the software, this type of integration is very hard to beat.

peterottaway:

My, my all the politics of envy. Of course you can all consider once again justified in your paranoia over Apple.

It's a safe target because unlike all the the other things you would like to rant and rave about - like Jews, Muslims, Africans etc you can't be be jailed however rabid you are.

So stand tall and proud in your bigotry.

BTW there is some comments beginning to appear that Nikon with the Wi Fi connection on the D750 is insecure and anyone can download your photos in your camera. And yes that is a different problem to oil on the sensor(D600) or AF focus points not focusing(D800). Do you think that is going to make it into the mainstream media ? After all it's just a $2400 semi pro camera but it's not from Apple.

john1:

leafygreens:

26 Sep 2014 4:56:09pm

I don't buy into apple or nikon-canon brand hype for its own sake.If it does the job I need it to do, I will buy it, but I don't like being held economic hostage to a marketing 'system' that's ekes out innovation over several faux upgrades that all require you buy new hardware at inflated prices.

For the record I got a Sony a55 at first release, so I'm not afraid of new things... an ver2 ipad (no usb... grrrr), and a flip brick (that gets coverage on a mere hint of a signal, doesn't bend if it gets jammed against a rock or die if it gets damp..)

DarrenG:

26 Sep 2014 1:50:31pm

Apple make good products and charge accordingly. 30% of the price at least is for the Apple logo. My personal experience is that given that they control hardware _and_ software, they are remarkably unreliable. I mean, android has to be written with a wide range of hardware in mind, iOS not so -- so Apple really have fewer excuses than their competitors when things go wrong. They own their whole ecosystem, they push themselves as gurus of design and innovation (which at least in recent years is laughable) and they charge a premium. We have every right to shaft them when they don't live up to the hype. I run Linux at home; it's free. I accept that it might not be as polished as Mac OS X. If I fork out for an iMac or and iPhone, it should work out of the box, and it should be well supported for more than three years. Apple too often fails on the first count and ALWAYS fails on the second.

Genius Bar:

26 Sep 2014 4:45:52pm

I suspect their product cycle is too short. 9-12 months per phone. Conservely, lets say they know what features to include in the next phone and don't need to spend anytime trying things out. Then perhaps 3 months of design, 3 months to manufacture and iron out the process, 3 months of integration testing with their software. So that doesn't leave lots of QC time.

keyboard warrior:

26 Sep 2014 2:07:11pm

I often fail to understand why with the technology available today why phones & even credit cards can not be completely flexible in their structural composition. I do remember going into a take away a few years ago when the keyboard on the counter was just a 6mm thick rubber like mat with the alpha/numeric characters printed on. I have seen adverts for new laps top computers in a completely roll up format, screen & keyboard, even the LCD screen on my own computer has a plastic screen. Really - the technology is there, why cant these expensive products be made in an unbreakable flexible format?. You would have to feel the consumer is being ripped off & being sold top priced products which are very easily damaged & expensive to repair or replace.

neil:

keyboard warrior:

26 Sep 2014 5:41:22pm

Assuming these components are only small, they should be able to be built into a flexible circuit board, sidewards if need be. Even battery cells should be able to be built into a flexible casing along the lines of which the phone is intended to flex. There are no excuses here, other than the fact that these smart phone producers fail to change their production methods & continue to rather sell consumers phones which are very vulnerable to damage & consequently need replacement.

neil:

26 Sep 2014 4:23:55pm

I find this quite astonishing, Apple have made the most basic mistake that a manufacturer can, not testing your design in it's service environment, in this case a back pocket. How could they not have considered this during their design & development program? How could they not have developed a rigidity specification for their computer modeling and a validation test for prototypes? I have designed mechanical interfaces and housings for electronic devices and this is one of the very first things you do.